Company Announcement - Brand South Africa in partnership with the Nelson Mandela Foundation launched the Play your Part for Madiba campaign earlier today to encourage citizens to make everyday a Mandela Day.  This is aimed at building a spirit of active citizenship among all South Africans which is required to drive the implementation of the National Development Plan.The Play your Part for Madiba month-long campaign seeks to uphold the ideals, values and actions of President Nelson Mandela’s legacy by encouraging South Africans to play their part towards the creation of positive change by building their communities and upholding a spirit of Ubuntu and social cohesion.

Speaking at the launch of the Play your Part for Madiba campaign Brand South Africa’s board member Mr Geoffrey Rothschild said: “We acknowledge and thank all South Africans who commit themselves to ensure that Mandela Day is a huge success.” These sentiments were shared and also expressed by LeadSA’s Yunus Mohammed who added: “Everyday should be a Mandela Day. No action is too big or small. Active citizenship is an ongoing activity and we need to continue to embrace Madiba’s legacy.”

In support of this commemorative month and as part of its mandate to build pride, patriotism, and a spirit of active citizenship, Brand South Africa, has also partnered with the GEM Project who have developed a Play your Part app which contains a number of organisations needing assistance from South Africans.  These include, amongst others, the provision of clothing, assistance with homework, job shadowing and skills development, which all South Africans will be able to support.  Once an individual has participated in assisting a cause, they are eligible to receive a reward via the app, termed “a GEM”, which can be converted into a number of products such as airtime/data, pre-paid electricity, or even movie tickets.

David Shields, GEM Project Co-Founder said: “The app is a social development drive that aims to mobilise communities within themselves so that they can help each other rise. Volunteers are encouraged to donate their GEMs back to the needy causes during Mandela Month. In order to ensure continuity and mobilise support even beyond Mandela Month, corporates are also encouraged to donate GEMs so that they can be allocated towards causes on an ongoing basis.”

Brand South Africa’s Acting Chief Marketing Officer Ms. Sithembile Ntombela said: “This partnership is an extension not only to the commemorative month’s activities and actions of goodwill by South Africans, but we hope that the nation will continue to contribute to positive change because a nation of people who care deeply for one another, and the environment in which they live, is beneficial for everyone.  This is our call to action so that everyday can become a Mandela Day!”